April 2009

“Video is a rapidly growing space. I think this year will see hockey-stick growth in IPTV for several reasons. Broadband Internet and 3G mobile networks are expanding rapidly around the world, especially in emerging markets like China, India, Latin America, and the Middle East.
– Kalell Isaza Tuzman of Mashable.com (2/11/09)

“The Internet remains a place of continuing innovation, with users finding new ways to integrate online usage into their daily lives,” said Charles Buchwalter, SVP of research and analytics at Nielsen Online. “In recent years, the Internet has changed dramatically as people seek more personalized relationships online,” said Buchwalter. “In particular, time spent on social networks and video sites has increased astronomically.”
– Gavin O’Malley of MediaPost.com (4/24/09)

The number of U.S. consumers who frequent online video destinations has climbed 339% since 2003, while time spent on video sites has shot up almost 2,000% over the same period. In the last year alone, unique viewers of online video grew 10%, while the number of streams grew 41%, the streams per user grew 27%, and the total minutes engaged with online video grew 71%.
– Gavin O’Malley of MediaPost.com (4/24/09)

Many companies are looking in so many different arenas to invest their marketing, training, and operational dollars…especially when trying to reach so many different audiences. Groups I work with are obviously going to find ways to sell our services when it comes to delivering rich media online (whether public or private), but consider this statement:

The number of U.S. consumers who frequent online video destinations has climbed 339% since 2003, while time spent on video sites has shot up almost 2,000% over the same period. In the last year alone, unique viewers of online video grew 10%, while the number of streams grew 41%, the streams per user grew 27%, and the total minutes engaged with online video grew 71%.
– Gavin O’Malley of MediaPost.com (4/24/09)

WOW…that is all I have to say is WOW. Consumers of information are looking to rich media like video and the multitude of messages it provides when surfing, researching, goofing off…but bottomline, consumers are watching video.

So what does that mean for those trying to reach those audiences…video may be one of the solutions but not the complete package. It doesn’t mean that you should go out and overload your online properties with video, but identify your audiences and provide the rich media that makes sense.

“The Internet remains a place of continuing innovation, with users finding new ways to integrate online usage into their daily lives,” said Charles Buchwalter, SVP of research and analytics at Nielsen Online. “In recent years, the Internet has changed dramatically as people seek more personalized relationships online,” said Buchwalter. “In particular, time spent on social networks and video sites has increased astronomically.”
– Gavin O’Malley of MediaPost.com (4/24/09)

Video innovation is is going to contiually grow in ways beyond imagination, especially with the advent of Interactive Television and the convergence of mediums (broadband video and high definition television delivery). But other innovations is finding new ways to deliver this content to audiences. Social Media outlets are the new distribution point of information whether simple mundane thoughts or marketing campaigns. I am using Social Media properties in-coordination with web-based properties to deliver content in an expedient and efficient fashion.

Twitter is a distribution point as a workflow delivering targeted video messages to audiences that can work in coordination with email distribution and online properties. Imagine you are hosting an event and you want to send a personal video message as an invitation to a group of audiences. You know you have an email distribution list and this list can be tracked when the message is delivered. But what if this not the only audience you want to reach in a geographical area. What if you have built a following on Twitter with that was based on geography…now you have a targeted group of followers who might want to know about your event. And now with places like HootSuite.com (LOVE IT), you can track clicks that are direct links to your video message.

“There are 87% more online social media users now than in 2003, with 883% more time devoted to those sites. In the last year alone, time spent on social networking sites has surged 73%, while in February, social network usage exceeded Web-based e-mail usage for the first time. ”
– Gavin O’Malley of MediaPost.com (4/24/09)

Let’s look at some numbers from online video viewership from February 2009:
* 75.5% of the total U.S. Internet audience viewed online video
* The average online video viewer watched 312 minutes of video (more than 5 hours)
* The duration of the average online video was 3.5 minutes.
– Jack Loechner of MediaPost.com (4/1/09)

What does that tell you…well it tells me that companies that are utilizing targeted messaging using rich media have many audience(s) to reach…so you better do it in less than 3.5 minutes. What do I mean targeted video messaging….well, know your audience, know your purpose, and keep it simple and straight to the point.

Online video “users” are multi-taskers; they have email open, two or three windows open surfing the web, chatting (using some program like iChat, AIM, Jabber, etc.)…so your message better be targeted and capture the attention of the users. It is now beyond the hip concept of just shoot something and put it up because people will watch. YouTube has transformed that landscape like cable television has done to network television…provided a plethora video of people just putting some video out there just because they can. It is now about quality and targeted messaging…Efficient and Effective messages.

Bottomline…rich media (video) is a widely growing area for marketers and organizations to display thier message. But it is time to start thinking: What is your message? Who is your audience? How are you going to deliver your message? How are you going to track that messages’ effectiveness? Should it be professionally produced, Do you want it to be public or private? Who is going to help you with your message?